Christmas advert

John Lewis promotes ‘force for good’ in new retail battle

John Lewis Christmas advert

The new advert promotes ‘little acts of kindness’

John Lewis has committed to its traditional Christmas advertising campaign despite tough trading which forced it to cut its payroll and is staff bonus for the first time since 1953.

The company, which recently unveiled a new strategy, unveiled its Christmas advertising campaign which is aimed at bringing some cheer through small acts of kindness.

It features scenes of magical flying snowmen, supersized Christmas crackers and a hedgehog who dreams of being a pigeon.

The two-minute commercial premiers on TV this weekend and the soundtrack is an original song, A Little Love, by Brit Award-winning soul singer Celeste. Part of the proceeds will go towards two charities being spotlighted by the campaign.

Pippa Wicks, executive director of John Lewis, said: “We recently set out our ambition for our business to be a force for good – so we decided that this year was the year to break the mould and do something different.”

John Lewis axed its staff bonus for the first time since 1953 after the group plunged to a half-year bottom line loss of £635 million.

Shops still likely to suffer footfall decline

John Lewis’s change of tone may reflect not only community concerns, but also the rapid changes taking place in shopping behaviour.

Despite an appetite to buy online this Christmas, only 11% expect to spend more than usual on Black Friday, and 34% say they will spend less – partly because of having less disposable income (44%).

Even in markets where shops are set to be open on Black Friday, many shoppers expect to avoid them, with in-store shopping in the US set to fall by 15 percentage points

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